In a groundbreaking event, Virgin Atlantic conducted a demonstration flight from London to New York City using 100% sustainable aviation fuel, made from waste oils and plant-based sugars. This marked a significant milestone as the first commercial airline to fly a passenger plane across the Atlantic without burning fossil fuels directly. Despite this achievement, the UK Advertising Standards Authority banned an ad for misleadingly claiming the fuel to be 100% sustainable. The use of sustainable aviation fuel (SAF) is seen as crucial for reducing carbon emissions in the aviation industry, which currently accounts for 2.5% of global CO2 emissions. SAF, derived from biofuels and other sources, offers a viable alternative to traditional jet fuels and can reduce net emissions by up to 64%. However, challenges such as limited production volumes and high costs remain hurdles for widespread adoption. Airlines like Virgin Atlantic have started implementing strategies like surcharges and carbon offset certificates to cover the added expenses. Government support, including investments by the Biden administration in the US, aims to boost the domestic SAF industry. Regulators are defining sustainability criteria for aviation fuels, emphasizing the importance of reducing lifecycle emissions. With the industry's growing focus on sustainability, the future of air travel may see increased use of SAF and a shift towards greener practices.